Beruflich Dokumente
Kultur Dokumente
Session 1
I. The nature of international marketing
1. 2. 3. Introduction to international marketing Reasons for marketing abroad Exporting
Session 1
III. International marketing strategy
1. The five-stage model 2. International marketing planning 3. What if analysis 4. Control and coordination
Introduction
What is international business?
Wide range of activities involved in conducting business transactions across national boundaries Described as being heterogeneous, universal and sequential Comprehensive approach to operations of both large and small firms engaged in business abroad Concerns all activities of the firm (selling, procurement, outsourcing)
Introduction
What is international marketing?
- International marketing is the process of planning and
conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations (Czinkota and Ronkainen) - International marketing focuses its resources on global market opportunities and threats (Keegan and Green) - International marketing is the motor of the internationalization process of the firm (Usunier) - It is a tool used to obtain improvement of the firms position in the global market - Strategy and action, global and local
Introduction
International marketing concept
Export marketing Global marketing
Price
-choice of pricing strategy -Competitor analysis -Discount structures -Credit management -Delivery terms -costing and budgeting
Place
-International distribution -Control of agents -Export documentation -cargo insurance -Joint-ventures and subsidiaries
Promotion
-Advertising, public relations and sales promotion -Direct marketing -Control of salespeople -Translation of sales literature -Exhibiting -Marketing research
International
Research data is generally in foreign languages and may be extremely difficult to obtain and interpret Many currencies are involved, with wide exchange rate fluctuations Head office employees might only possess and outline knowledge of the characteristic foreign markets Numerous cultural differences must be taken into account
Market segmentation occurs within Market segments might be defined a single country across the same type of consumer in many different countries.
International
International communication and control might be difficult Foreign laws and regulations might not be clear
The complexity of international trade often necessitates the adoption of complex and sophisticated planning, organization and control systems
International
International marketing managers require a wide range og marketing skills Distribution and credit control may be extremely complex Documentation is often diverse and complicated due to meeting different border regulations Distribution is often carried out by intermediaries, so is much harder to monitor Competitors behavior is harder to observe, therefore less predictable
New product development can be New product development must take geared to the needs of the home account of all the markets the product is sold in.
3. Exporting
Exporting means the sale in a foreign market of an item produced, stored or processed in the supplying firms home country. Two kinds of exporting: passive and active
3. Exporting (continued)
Sources of foreign demand (passive exporting): Non-availability of appropriate products from domestic producers Price differentials between imported and locally supplied items; Exotic images attaching to foreign products; Inefficiency of local distribution systems, political disruptions, industrial action, or other factors that prevent local firms from supplying goods.
Exporting (continued)
Reasons for active exporting: The product has reached the end of its life cycle at home Less competition Easy access to major customers Export increases turnover.
1. Competitive advantage
The elements of competitive advantage are the critical offer, the significant operating factors and the firms strategic resources.
Competitive advantage
Ease of entry
Factor conditions
Demand conditions
Government
What if analysis
Management asks the question what will we need to do if it happens? and makes sure that the firm is adequately prepared for the environmental change.
What if analysis recognizes complexities, discontinuities and uncertainties of the real world.